> Opting out is still customer hostile if you ask me.
That's debatable - I really dislike my own card issuer's implementation as they will ring me, rather than prompt for a OTP, which is a long process and not always convenient. Other card issuers have other implementations. That's one of the, er, issues with the protocol - a lack of consistency. There are many other problems with it.
I'm using this with a credit card, and that already has strong consumer protections if fraud should happen. I, as the consumer, do not get to opt-out of this poorly implemented protocol.
Merchants are sold the protocol with the argument that it reduces chargebacks, i.e. reduces their costs, not that it is good for their consumers. If I (or someone else) makes a payment with my card, and it passes the 3d Secure process, then the chargeback option is a liability that it taken by the issuing bank - and they shift that liability further by passing it on to the card holder: "This transaction when through 3d Secure, your charge back option for it is revoked".
That's hostile to the customer.
Like I said, I have a tonne of material for a blog post. I just need to be bothered to write it.